Strong competition from China and India, and declining market opportunity were just two of the hurdles facing the North American division of machine tool technology company Makino in late 2005.
The company enlisted the help of HSR Business to Business to develop a multifaceted PR campaign that would raise brand awareness and generate strong leads.
Strategy
Makino set out to demonstrate its leadership in the space while provoking action among its target consumers. Its strategy aimed to create one-to-one interaction. The team utilized ...